The Salesforce playbook for insurance companies.
Insurance technology has two distinct sides, distribution (agents, brokers, MGAs, carriers) and operations (underwriting, claims, policy administration). Both require deep configuration to do well, and CRM implementations struggle when they treat insurance like any other B2B business.
- 14 chapters
- 5 Salesforce products in depth
- 14-point readiness checklist
- 9,965 words
What's inside.
Written by our Salesforce consultants for insurance companies. Read it start to finish or go straight to the chapter you need.
Salesforce in insurance companies: where it pays off
6 patterns that work, and the stack we typically deploy.
The challenges Salesforce has to solve
The 6 problems a design has to solve, plus 4 methods we use on them.
Which Salesforce products fit, and how
Salesforce Sales Cloud, Salesforce Financial Services Cloud, Salesforce Experience Cloud, Salesforce Marketing Cloud, Salesforce Service Cloud: use cases, data model and buyer questions for each.
How to implement it
Who needs to be in the room, what the first release includes, and the questions to settle before kickoff.
Moving from your current system
What moves from your current system, how to plan it, and the decisions to make early.
The systems to connect
10 systems to connect and what flows between them.
Regulation and compliance
6 rules and obligations the design has to account for.
Readiness checklist
14 decisions to make before you sign a statement of work.
What to measure
6 metrics to baseline before the build, with a worksheet.
After go-live: support and health checks
What ongoing support covers and when to run a health check.
If a project has stalled
How stalled projects get back on track, and how to get more from the org you have.
Results from our projects
1 results from Abstrakt Solutions projects.
Where the industry is concentrated, and local guides
Where the industry is the largest share of the local economy, and local guides for 48 metros.
Next steps
Free assessments and how to reach a consultant.
From the readiness checklist.
Three of the 14 decisions the playbook asks you to make before you sign a statement of work. The full checklist, with the rest of the playbook, is in the PDF.
Get the full playbook →- Map every system of recordPolicies, quotes, claims and producer data each already live somewhere. Write down which system owns every object and field before designing sync rules. Ambiguity here leads to conflicting updates, manual reconciliation work and reports nobody trusts when renewal season arrives.
- Mind privacy and market conductApplicant and policyholder details count as nonpublic personal information under GLBA, and state insurance codes add their own privacy requirements. Retention, marketing consent and documentation of sales conversations can matter in market conduct exams. Review the design with compliance, and keep legal interpretation with your counsel rather than the project team.
- Model the book of businessProducers care intensely about who owns a client. Decide how book ownership, splits and transfers are represented and how sharing rules reflect them. A design that shows producers each other's clients without agreement will provoke resistance that no amount of training can fix.
The Salesforce products it covers.
Each product chapter covers use cases, how the data is modeled and the questions buyers ask. Shorter versions are on our site.
- Salesforce Sales Cloud for InsuranceSales Cloud helps insurance organizations run the selling side of the business: recruiting and supporting producers, tracking submissions from quote request to bind, and working renewals before they reach the market.
- Salesforce Financial Services Cloud for InsuranceFinancial Services Cloud gives insurers and agencies a data model that understands policies as more than a field on an account.
- Salesforce Experience Cloud for InsuranceExperience Cloud lets an insurance organization give producers and insureds secure, role-specific access to the Salesforce data that concerns them.
- Salesforce Marketing Cloud for InsuranceMarketing Cloud lets carriers, MGAs and agencies communicate with prospects and policyholders across the policy lifecycle.
- Salesforce Service Cloud for InsuranceService Cloud gives insurers one place to handle policyholder requests, first notice of loss, billing questions and agent support, with every interaction tied to the policy and the customer.
Who wrote it.
Abstrakt Solutions is a Salesforce Select partner based in St. Louis, with 108 Salesforce certifications, 7 Salesforce accreditations and a 4.95 out of 5 rating from 92 reviews on Salesforce AgentExchange (formerly AppExchange).
The playbook draws on the guidance we publish for insurance companies and on 1 of our own projects.
